Launching Hong Kong’s first Gordon Ramsay ‘Bread Street Kitchen & Bar’

Internationally renowned Gordon Ramsay has opened a string of successful restaurants across the globe, from the UK to Italy to the United States and holds 14 Michelin stars. The Group continues to grow with two ventures in Doha, three restaurants in Las Vegas and most recently his first Asia opening in Hong Kong.

GHC Asia was appointed to manage the new restaurant’s public reputation. The objective was to launch the restaurant through a campaign of creative and innovative events and media outreach that helps drive home the unique culinary offerings of Gordon Ramsay.

GHC Asia had to position the restaurant as a warehouse style casual dining spot and create anticipation of this new eatery. Creating ongoing momentum and buzz both pre-opening and post-opening was the ultimate goal.

Planning & Execution

GHC Asia developed a 4-month PR plan strategy and roll out press releases and spokesperson profile that was distributed to target media, including F&B media, food trade media, lifestyle media, wine & culture news media. A press conference and grand opening event were also held by GHC Asia where Gordon Ramsay himself was there to meet and greet the media and KOLs, along with the Managing Director of Dining Concepts, the General Manager of Gordon Ramsay Group, as well as Head Chef of Bread Street Kitchen & Bar Hong Kong.

GHC Asia also acted as the official Hong Kong & China based media bureau for Bread Street Kitchen & Bar offering day-to-day liaising between the corporate office and the media for interviews, photo-shootings and tastings.

Effectiveness / Results

  • High level media engagement with opening press conference attended by 78 media with follow up program of 41 tastings and 34 photoshoots.

  • Secured 189 articles in many of the key international, regional, Hong Kong and China-based publications delivering over USD1,236,443 in AVE coverage.

  • Created ongoing momentum and buzz both pre-opening and post-opening paving the way for a second restaurant venture in Hong Kong in 2015.

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The Campaign Asia-Pacific Team